A full-funnel campaign on emerging markets
Plus always-on sustainability messaging
Feb – Nov 2023
The brief
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Activity to run from w/c 20 Feb until end of June, then from September till end of November H1 focus to be on emerging markets, incorporating Federated Hermes’ Asia Ex Japan Equity Fund and Global Emerging Markets Equity Fund Alongside that, sustainability to be an always-on message
Biodiversity and the vital role of investors
8,000 page views Total time on page is nearly 64 hours 230,000 ad impressions Promotion on 14 email newsletters across Investment Week and Professional Pensions
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Recent successes – a highly impactful content hub
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Aristotle
“The whole is greater than the sum of the parts”
“Always on”
Mid-funnel
Lower-funnel
Amplify thought leadership
Familiarise buyers with your proposition
In-person contact with customers
Web seminar
Three Minutes With... Video
Conferences
Incisive Media’s full funnel approach
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Focus
Spotlight
Research
Content hubs
Engage
Create an engaging, creative visual
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Top of funnel
Thought leadership
Always on: a hub dedicated to emerging markets
Positioning Federated Hermes as the preeminent thought leader on this topic Minimum of five articles per month showcasing Hermes’s knowledge and expertise Leveraging existing content from Hermes own site and developing new material with support from our dedicated team of content writers/editors Running for four months from February to June
Digital-marketing programme utilising Incisive’s first party data. Incorporating native email, paid and organic social, and programmatic display Each article to include a call to action directing people to Hermes’ own site Promotion and branding across Investment Week and Professional Pensions
Ratecard price per title: £80,000 Package cost for two titles: £88,000
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Great design, outstanding performance
Content on hub Page View Guarantee Ads Promoting Hub (on and offsite) Organic Social campaign on LinkedIn Organic Social campaign on Twitter Paid Social campaign on Twitter Email Newsletter promotion
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20 articles 8,000 100,000 6 posts 6 posts Duration of campaign 32 newsletter promos
Content hub deliverables
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Mid-funnel assets
Familiarising buyers with your proposition
Developing the proposition: A digital hero campaign asset
Ratecard price per title: £27,000 Package cost for two titles: £37,000
A digital hero asset in the mid-funnel, taking a deeper look at emerging markets and how Federated Hermes’ funds approach them Professional photography and interview(s) with the leading PM(s) Gated campaign to generate actionable leads for your sales team, before going ungated to maximise page views Can be promoted to Investment Week and Professional Pensions audiences for maximum impact
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Mid-funnel options
Bespoke designs can be embedded on your site for long-lasting value
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Our marketing approach
Watch our video on how we market
Articles
Newsletters
Advertising
Paid-social
Analysis
Solus emails
Mid-funnel asset KPI
1,200 page views 40,000 ad impressions 40 relevant leads Paid and organic social
Lower funnel
Deep, personal engagement with prospective customers
Web seminar on emerging markets
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In-depth discussion for an engaged, interested audience
Ratecard price per title: £12,995 Package cost for two titles: £16,950
View our studio
External panellists included
Moderated panel in studio
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Streamed live from our state-of-the-art studio
Expert from Federated Hermes joined by two guests. Hosted by an Incisive Media journalist
Event can be targeted at both Investment Week and Professional Pensions audiences
Display advertising
Professional Pensions 2023 display advertising ideas
Professional Pensions ROS blended impressions @£156/CPM: Feb – June and Sept - November (billboards/sidebars/HPUs) Optional: Additional contextual targeting (i.e. ‘Emerging Markets’, ‘’GEMS’, ASIA/Japan’, ‘China’, ‘ESG’) added to blended impressions +10% to CPM rate above PP Sustainability ‘Monthly Round up’ sponsored newsletter @£3,634 each: Sponsorship includes banners, MPU and sponsor message. These will include the top news stories around their chosen topic in any given month and would be a great opportunity to promote an ‘always on’ sustainability message throughout the year. These would be co-branded in association with Federated Hermes and & will include traffic drivers back to the Federated Hermes site. They will also have the opportunity to include one piece of content for promotion on each email
Professional Pensions audience
Investment Week 2023 display advertising ideas
Investment Week ‘Always On’ ROS blended impressions @£120/CPM: (billboards/sidebars/HPUs) for either of the ESG or EM push Optional: Additional contextual word (i.e. ‘Emerging Markets’, ‘’GEMS’, ASIA/Japan’, ‘China’, ‘ESG’) added to blended impressions +10% to CPM rate above IW ROS native ad impressions @£66/CPM: Using native ad impressions on the IW site Federated Hermes could promote ESG or EM content throughout the H1/H2, 2023 period IW ‘Monthly ‘Fund’ Section Tenancy’ @£1,650/month: Federated Hermes could sponsor the ‘Fund’ section on the IW site. This would include all ads sites on the section (topper/sidebars/HPU/billboards) and would be a page takeover promoting either of the ESG or EM messaging. See an example here of HSBC’s IW ‘Equities’ section monthly tenancy
IW ‘Monthly Round up’ sponsored email bulletins @£1,730 each: Sponsorship includes banners, MPU, and sponsors message – depending on what topic they choose (i.e. ‘Emerging Markets’, ‘’GEMS’, ASIA/Japan’, ‘China’, ‘ESG’) editorial stories would be stories around the topic of choice. These would be brand and product promotion & traffic drivers back to the Federated Hermes site IW Engage: Federated Hermes content promoted and marketed for guaranteed engagement – content can be any topic Tier 1 - £14,168 Tier 2 - £23,738 Tier 3 - £32,009
Investment Week audience
Company type
Job function
FCA Register Data Did you know that we use the FCA Registered Data to verify and update our database for accuracy and FCA status?
This enables us to gain better understanding on our audience and track individuals are they move from one firm to the next.
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Pick and mix
How your package might look
Three tiers to choose from:
Tier breakdown
Tier One Cost: £130,000
Tier Two Cost: £179,548
Tier Three Cost £207,126
PP 100,000 ROS blended (billboards/sidebars/HPUs)
Feb - June / Sept - Oct 2023 @£156/CPM Worth: £15,600
IW 159,000 ROS blended (billboards/sidebars/HPUs)
Feb - June / Sept - Oct 2023 @£120/CPM Worth: £19,080
6 x IW ‘Sustainability monthly round-up’ emails
To run throughout campaign period – 3 per campaign period Worth: £10,380
PP/IW Bespoke emerging markets hub
Feb – Mid June (4 months) Worth: £160,000
IW 170,000 ROS blended (billboards/sidebars/HPUs)
Feb - June / Sept - Oct 2023 @£120/CPM Worth: £20,400
Package worth: £275,242
3 x PP ‘Sustainability monthly round-up’ emails
To launch each burst of campaign Worth: £10,902
Tier Two total gross: £179,548
IW 60,000 native ad impressions (ESG content promo)
Feb - June / Sept - Oct 2023 @£66/CPM Worth: £3,960
PP/IW EM Spotlight guide / hero asset
Based on one Spotlight guide created across IW/PP with two separate marketing packages Worth: £54,000
Package worth: £205,060
Tier One total gross: £130,000
IW 170,000 ROS blended (billboards/sidebars/HPUs) + contextually targeted to ‘ESG’
Feb - June / Sept - Oct 2023 @£132/CPM Worth: £22,440
IW 80,000 native ad impressions (ESG content promo)
Feb - June / Sept - Oct 2023 @£66/CPM Worth: £5,280
8 x IW ‘Sustainability monthly round-up’ emails
To run throughout campaign period – 4 per campaign period Worth: £13,840
6 x PP ‘Sustainability monthly round-up’ emails
To launch each burst of campaign Worth: £21,804
Package worth: £318,964
Tier Three total gross: £207,126
PP/IW bespoke EM webinar to generate leads for sales team
Promoted and marketed to the PP/IW audiences Worth: £26,000
Thank you.
We look forward to hearing your thoughts.
